Snack trends unwrapped: What’s shaping snack purchases in 2025

Today’s snack market is more complex than ever. Consumers are looking for options that align with their health goals, but they’re not willing to sacrifice taste — or stretch their budgets too far. 

So, what really matters when people choose their snacks? Is it the price? The taste? What about nutrition factors? 

We surveyed 2,000 U.S. consumers to capture a snapshot of evolving consumer trends in the snack industry, carefully curating the respondents to reflect the demographic diversity of the U.S., spanning different age groups, income levels and geographic regions. This approach allowed us to provide a well-rounded view of shifting consumer behaviors and preferences.

Based on this research, we identified five consumer trends snack brands should keep top of mind in 2025. Read on for the full breakdown. 

Today, shoppers want the best of both worlds when it comes to their snacks: a selection of nutritious options that don’t compromise on taste. 

In fact, while 74% of consumers say they actively look for health claims on packaging, 87% say taste is actually the number one deciding factor. 

That said, 78% of people also shared that healthy alternatives are more accessible now than in the past and 58% are much more likely to purchase a healthy snack/beverage compared to the previous year. 

💡 Trend takeaway: It will be the brands that successfully blend nutrition with indulgence that have a better chance of winning over repeat buyers. 

Price incentives are key to getting new customers in the door, with 52% of shoppers saying discounts are the biggest motivator to try healthier snacks and beverages. 

But securing a second purchase? That’s a different story. 

Turning first-time buyers into loyal customers depends on more than just price. It’s taste that takes the lead (87%), followed by price (82%) and nutritional value (74%).

So while discounts and promotions can spark initial interest, long-term loyalty depends on whether the product actually delivers on flavor.

💡 Trend takeaway: Brands that focus on popular flavors and create great-tasting snacks will be the ones that win big with consumers.  

Price plays a major role in purchasing decisions, but even more so when shopping for others. 

Consumers are most price-conscious when buying for themselves (85%) or for other family members (84%) or children (82%). 

Interestingly, price sensitivity drops when purchasing for parents (76%) and grandparents (76%), suggesting that budget considerations weigh more heavily when feeding a larger household.

Consumers also note that 77% of people agree that brands could do more to make healthy options affordable in their search.

💡 Trend takeaway: Keeping the actual shopper in mind, as well as what they’re looking for when it comes to their children, will be key to creating a successful snack choice.   

While brand recognition influences all shoppers, it holds slightly more weight when buying for children (24%) and parents (24%) than for personal consumption (23%) or grandparents (19%).

In the chart above, you can clearly see that the likelihood of trying healthy snacks and beverages is highest when it's a well-known brand (49%) followed by small, independent or local brands (36%). This suggests that consumers gravitate toward trusted brands when purchasing for their dependents or older family members.

💡 Trend takeaway: Brand equity goes a long way when making purchases, especially when consumers are shopping for someone else. In their mind, they can’t go wrong if they select a brand they feel they can trust. 

For Gen Z (18-24 year old’s), a snack’s look and reputation can be just as important as its ingredients. 

Packaging design catches the eye (37%), while recommendations from friends and peers (62%) help seal the deal. For brands targeting this demographic, strong visuals and word-of-mouth marketing can make all the difference.

A similar study conducted last year by GoDaddy also found that Gen Z is heavily influenced by word-of-mouth or social marketing, solidifying the importance of taking this type of marketing into consideration when launching a product targeting this age group:

“While personal networks play a role, Gen Z consumers also place significant trust in influencers. Around 41% trust products or services promoted by influencers over traditional business advertisements, indicating a shift towards digital word-of-mouth through social media platforms.”  

💡 Trend takeaway: It’s all about vibes when marketing to younger generations nowadays. So in addition to creating a well-balanced snack with a great taste, brands also need to think about how they present them visually and socially in order to win over this group of consumers. 

In 2025, consumers are navigating a balance between indulgence and wellness. And while the desire for better options is strong, taste and cost remain pivotal. Brands that address these barriers with innovation, affordability and appealing flavor profiles will have the higher potential to win with consumers.